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dc.contributor.authorRuj Vanasuntakul
dc.contributor.otherAssumption University. Martin de Tours School of Management and Economics
dc.identifier.citationAU Journal of Management 6, 1 (January-June 2008), 52-61
dc.descriptionIn English ; only abstract in English.
dc.description.abstractThe main purpose of this research was to investigate the relationship between the respondents' perception of media credibility factors (content, trustworthiness and expertise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires, which were distributed to 3 groups; students, working professionals, and general public at selected venues in Bangkok The researcher found significant relationships between all media credibil- ity factors and respondents 'purchase intention. Based on the findings, all sub-variables of the media credibility showed strong positive relationships. Following the hypothesis testing of demographic char- acteristics, there was a difference in age, gender, education level and monthly income with respondents ' purchase intention. Nationality. however, was the only demographic factor to show no such difference.
dc.publisherAssumption University
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.subjectAU Journal of Management
dc.subjectAU Journal of Management -- 2008
dc.subject.otherAssumption University -- Periodicals
dc.subject.otherConsumers -- Attitudes
dc.subject.otherConsumers -- Decision making
dc.subject.otherAdvertising, Newspaper
dc.titleThe relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper
mods.genreJournal Article
au.identifier.bibno0021-0601[Full Text](

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